Factors influencing consumer purchase intention of dietary supplement products in Penang Island
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Date
2009
Authors
Say Keat, Ooi
Journal Title
Journal ISSN
Volume Title
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Abstract
Purchase of dietary supplement products is increasing despite the lack of clinical
evidence to support health needs for consumption. The purpose of this crosssectional
study is to examine the factors influencing consumer purchase intention of
dietary supplement products in Penang based on Theory of Planned Behaviour
(TPB). 367 consumers were recruited from chain pharmacies and hypermarkets in
Penang. From statistical analysis, the role of attitude differs from the original TPB
model; attitude played a new role as the mediator in this dietary supplement products
context. Findings concluded that subjective norms, importance of price and health
consciousness affected dietary supplement products purchase intention indirectly
through attitude formation, with 71.5% of the variance explained. Besides,
significant differences were observed between dietary supplement products users and
non-users in all variables. Dietary supplement product users have stronger intention
to purchase dietary supplement products, more positive attitude, with stronger
perceived social pressures to purchase, perceived more availability, place more
importance of price and have higher level of health consciousness compared to nonusers.
Therefore, in order to promote healthy living through natural ways,
consumers' attitude formation towards dietary supplement products should be the
main focus. Policy maker, healthcare providers, educators, researchers and dietary
supplement industry must be responsible and continue to work diligently to provide
consumers with accurate dietary supplement products and healthy living information.